In this article, Sean Smyth – Print Consultant with Smithers Pira examines the results of a new report that looks at the growth of Digital Print for Packaging to 2022. This report breaks down the projected growth by packaging application, and shows some surprising results.
In 2016 Smithers Pira published the latest version of what has proved to be a well-received report: “The Future of Digital Print for Packaging to 2022”. It looks at the trends, drivers, applications and new technology that is shaping the future production landscape of packaging and labels, with forecasts of the market development over the next five years. These years will see major changes as digital production goes mainstream that will make many brands and retailers look at packaging in new ways, making converters do different things as new supply chains develop.
In 2017 digitally printed labels and packaging add up to an overall $13.2 billion market globally. The label sector was the early adopter and is pretty mature in most regions. There is very strong growth in corrugated as very high performance single pass presses capable of tens of millions of square meters of output annually are snapped up by converters, cartons, flexible packaging and direct-to-shape, with developments in metal printing. In 2022 the sector will grow to be worth $23.2 billion after five healthy years of growth averaging 11.2% in value terms. Tonnage grows at an average CAGR of 28.1%, as cartons and the corrugated packaging comes on stream. So, no wonder you are reading the article – hopefully considering how your organization can take advantage of this growth. You are not alone.
The $13.2 billion is big, but digital packaging is only 3.33% of printed packaging and perhaps a little over 2.0% of all packaging (as there is so much non-printed). In terms of printed area the equivalent of 163 billion A4 prints is just 1.72% of the total, while the 1.7 million tons of products represents just under 1.03% of all packaging. By 2022 the $23.2 billion digital packaging sector will account for nearly 5.3% of packaging by value, the 334 billion A4 prints will be some 3.2% of the print area output while almost six million tons is also 3.2% of the total. So even after five years of very strong growth digital will still be a tiny minority – hardly the major disruption predicted by some. But it is a significant base that will set the stage for major changes in supply chains, and even the functions of packaging which are developing.
Growth is forecast in different applications and different regions at varying rates as shown in the figure, led by the small flexible packaging, metal and rigid plastics while corrugated, cartons and labels are the drivers of real volume growth.
Five-year growth rates in the value of digital packaging sectors from 2012 to 2022. Source: Smithers Pira
As more converters get involved and make investments they will find out how the technologies can be used to benefit their customers. There will be new campaigns and these will be copied, and converters will provide new services and response to their customers which will allow significant supply chain efficiencies, some of which are not clear in early 2017, but will open up over the next years to better suit the final packaging consumers. Satisfying buyers is the goal for all parties.
The digital packaging sector is maturing. Around 2010 the big question for brands and converters was: “What can the technology do?”, and what should it do. After seven years of concentrated development the question has changed to: “Where is the application value?” as all parties across the supply chains realize that using digital printing can help make them money. This is the case for brands/retailers (and their agencies including design), as well as for packaging and label converters, some of whom are really prospering. It is also true for the equipment/consumable suppliers as well, although not all have succeeded.
Drupa 2016 saw a real step-change in the quality and performance of digital printing, from established suppliers and newcomers into the digital arena who are experienced in packaging. HP is the market leader with thousands of Indigo presses producing very high-quality labels, cartons and flexible packaging while its inkjet monster presses are making inroads into corrugated. But HP is by no means alone as others push their quality, productivity and improve their cost of production position. There are important breakthroughs in new substrates and surface treatments, in finishing where digital methods are also making progress, and most importantly in workflow improvements.
Idealliance, the global communications non-profit organization, with 11 offices around the world, has certified the HP Indigo 1x000, 7x00, 5x00 Press Series and the HP Indigo Label & Packaging Web Press Series with its Master Elite Level ISO/PAS 15339 Certification designations. Idealliance ISO/PAS 15339 Certification is an extended compliance program of the Digital Press Certification for digital printing press manufacturers, allowing OEMs to certify demonstration of press aptitude as it relates to hitting specified color spaces and the ability to hold color tolerance. By achieving both the Idealliance Digital Press and the Master Elite Level of Idealliance ISO/PAS 15339 Certification, the HP Indigo presses demonstrated clearly not only their capability to print to the largest color gamut, Universal Extra Large CRPC 7 within CIEDE2000 tolerances as specified in CGATS TR 016-2014, but also their capability to hold color consistently. Click Read More below for additional information.
HP Inc. announced the delivery of the 100th HP Indigo 100K Digital Press marking a milestone as customers continue to thrive on the breakthrough press. Adding to their existing fleet of 5 HP Page Wide and Indigo products, award winning print service provider Solopress, continues in their digital transformation this month, with the installation of the HP Indigo 100K Digital press. Simon Cooper, MD of Solopress, comments, “We’re really pleased to see the market turn a corner and orders start to increase after a very tough period. During the last few years we’ve spent time as a business making changes which deliver more value to our customers. And in of support of that goal, we recently added the HP Indigo 100K to our fleet, which alongside the introduction of HP Siteflow, complements our existing automation capabilities.”
R.R. Donnelley & Sons Company announced the release of its SuperDoc web statement enhancement. This technology transforms static business statements into interactive dynamic customer communications. Developed by RRD’s Business Communications Solutions (BCS) unit, the SuperDoc enhancement acts as a secure website add-on that embeds customer-facing PDF statements, bills, policies, letters, and other transactional communications with entirely new dimensions of interactivity and activated content. This latest offering from RRD is designed to help organizations across a variety of industries increase their eAdoption rate. The SuperDoc enhancement provides consumers with a variety of widgets that grant a higher level of interactivity than paper statements, such as: • Compare balances month-to-month, quarter-to-quarter, and year-to-year • Search transactions by date, vendor, amount paid, and more • Use payoff and financing calculators • Access local data like weather history, property values, and more • Model future bills • Learn about upgrade details and special offers. Click Read More below for additional information.